Lucky Generals and Creative Giants have built a mosaic in the shape of a child in Westfield shopping centre in White City, London made with 85,000 poker chips. Each chip symbolises a child aged 11–17 in Great Britain currently experiencing gambling-related harm.
The activation is part of GambleAware’s wider Stigma campaign, that is urging a national conversation around the issue of gambling harms. The aim is to draw attention to and spark conversation around the increase of gambling harm amongst young people, which doubled from 2023 to 2024.
A 2025 YouGov study revealed that 67% of the public believe there is a stigma around gambling harm, and 31% said they saw their first gambling advert before the age of 172. GambleAware is also urging further regulation on gambling advertising, a view shared by more than three quarters of the public, with 78% agreeing that there should be stricter regulations on gambling advertising.
Alexia Clifford, chief marketing officer at GambleAware, stated, “Our campaign to tackle stigma has been co-created with people with lived experience of gambling harms, putting their voices, experiences and stories at the heart of our communications. We’re incredibly grateful for their contribution. Our new installation is a powerful visual reminder that gambling harm can affect absolutely anyone – including children.
“With nearly one in three people saying they recall seeing their first gambling advert before the age of 17, it is clear that more needs to be done to reduce children’s exposure to gambling advertising.”
Shelley Smoler, CCO at Lucky Generals GambleAware, stated, “Poker chips belong in casinos. Children don’t. But gambling harm doesn’t always play by the rules. These 85,000 chips tell a difficult story, one of children aged 11-17 living with gambling harm in Britain today, but they also start an essential conversation. This installation makes that invisible harm impossible to ignore.”
Extending the campaign online is a short film that challenges audiences to imagine someone suffering from a gambling addiction, prompting a stereotypical image, only to reveal the shocking statistics around child gambling issues.
An emotive short film has also been released featuring British racing driver, Nicolas Hamilton, who is supporting the campaign having experienced gambling harm in his 20s. Nicolas is joined by other members of the public who have opened up about their experiences of gambling harm from a young age. They discuss the impact of the exposure to gambling messaging, challenging stereotypes and encouraging anyone suffering to seek help.
Nicolas Hamilton, commented, “What started as a small bet during a football match quickly spiralled out of control, leading to a cycle of fear, shame, and losses that brought me to experience the darkest point in my life. Gambling harm can happen to anyone – it doesn’t discriminate based on age, background, or circumstance.
“Gambling advertising is everywhere in day-to-day life, from sport sponsorships to online and TV adverts and it’s frightening how easily people can be drawn in, even children. That’s why I’m passionate about raising awareness and encouraging people to seek help like I did – there’s no shame in asking for support, and I hope that by sharing my experience, I can inspire others to take the first step towards recovery.”
Credits:
Creative: Lucky Generals
PR & Partnerships: Freuds+
Production: Creative Giants
Media planning and buying: MGOMD
App & website development: Flipside
Research was conducted by YouGov, The Outsiders and Sherbert Research and campaign evaluation was conducted by Ipsos.
